Chisel Creation

How to Use the Psychology of Color to Create Value & Demand?

Color has an enormous power over our attitudes and emotions.
When our eyes take in a color, they communicate with a region of the brain known as the hypothalamus, which in turn sends a cascade of signals to the pituitary gland, on to the endocrine system, and then to the thyroid glands. The thyroid glands signal the release of hormones, which cause fluctuation in mood, emotions and resulting behavior.

Research from QuickSprout indicates that 90% of all product assessments have to do with color... It’s a no-brainer fact that color affects conversions... Big time.

It’s determined that it takes a mere 90 seconds for a customer to form an opinion about a product. And, 62-90% of that interaction is determined by the color of the product alone.

Color psychology is a must-study field for leaders, marketers, managers, architects, interior designers, product designers, packaging designers and entrepreneurs … Color is critical, our business success depends upon how we use color.

Color is a tricky thing. You have to use it in the right way, at the right time, with the right audience, and for the right purpose.

Women don’t like gray, orange, and brown. They like blue, purple, and green... The sociological differences between color gender preferences are a whole branch of study by itself. In a survey on color and gender, 35% of women said blue was their favorite color, followed by purple (23%) and green (14%). 33% of women confessed that orange was their least favorite color, followed by brown (33%) and gray (17%).

Men don’t like purple, orange, and brown. Men like blue, green, and black... If you’re marketing to men, these are the colors to stay away from: purple, orange, and brown. Instead, use blue, green, and black. These colors - blue, green, and black - are traditionally associated with maleness.

There is a wide agreement in the research community on the psychological effects of the color blue. Its subtle message of trustworthiness and serenity is true... Hence, you can use it to your brand advantage.

From the mindset perspective (not the functional business practice), there is a vast and fundamental difference between Real Estate Companies & Real Estate Development Companies…

Real Estate Development companies are driven by vision, unwavering devotion in down-market, they are planners, investors, living in the future, long sighted, contributors to economic sustainability, committed, community centric, innovators, creators of added values, advanced, strategic, inspiring, brand builders, establishing relationships, persistent, seeking end-users and investors, leaders, active in buyers’ market, informative promoters.

Yet, most Real Estate companies are driven by greed, they vanish in down-market, living in the past, after quick cash and quick solutions, seeking short-term returns, egocentric, ready to exit the game, traditional, conventional, tactical, luring, unable to establish a brand, fluctuating, mostly attracting speculators, followers, active in sellers’ market, cheap promoters… No wonder we suffered the economic crisis!

The BRAND IDEA model illustrates how innovation, value & demand strategies are co-creations of collective intelligence
inside & outside the company, mediated by the inspiring IDEA.